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product marketing

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You’ve hired a photographer (or put on a photographer’s hat for the day), taken hundreds of product images, and… now what? Rather than go ahead and spend weeks retouching every single one in Adobe Lightroom — Spoiler alert: You shouldn’t do that! — you’ll want to cull some of them first.  Remember: No matter how good the photographer, not every image will (or should) make the cut. As they say to fiction writers, don’t hesitate to…

As a marketer or ecommerce entrepreneur, you’re probably super excited about your products. But how do you get shoppers to share that enthusiasm, especially if they cannot touch, see, or try out your items in person before purchasing? While marketing funnels and customer service play a huge role when it comes to attracting, engaging, and converting customers, we can’t overstate the importance of getting your foundations right, too. Product images and descriptions are the first…

One of the biggest challenges ecommerce entrepreneurs face? Determining the best products to sell. While you want to tap into trending product lines with high demand, it gets tricky when you realize how fierce the competition can get. (And nobody wants minuscule margins!) It doesn’t help that thinking too deeply about potential products can lead to analysis paralysis. Meanwhile, not conducting the proper legwork may mean stagnant sales. In other words, comprehensive product research for…

Everyone knows the importance of writing compelling and persuasive product descriptions. However, much to the chagrin of entrepreneurs, marketers, and copywriters everywhere, we are susceptible to one common mistake: Writing product descriptions that simply explain your products and little else. You may ask: Isn’t that the point? Well, yes… and no. Great product descriptions don’t just inform shoppers on what your items are — they elevate your product pages by selling the product through storytelling. …

Quick! What brand comes to mind when you imagine millennial pink? If the wildly popular ecommerce company Glossier was your answer, you’re on the right track.  There’s a reason why Glossier is the epitome of direct-to-consumer (D2C) marketing: It practically invented the playbook for how modern brands can (and should!) connect with customers, celebrate authenticity, and leverage social media.  Without further ado, here’s everything you should know about this powerhouse brand — complete with all…

You may know that having SEO keywords on your website homepage and throughout your company blog are essential ways to rank high in Google search results and drive website traffic. But did you know that your product landing pages can also produce results using the same strategies? While your product pages should highlight a product and its key benefits and features, don’t stop there. Product page SEO is a goldmine for driving traffic to your…

There are many product videos for marketing out there — some are as dry as the Sahara Desert. Others are a little too entertaining and aren’t informative enough. Many resemble infomercials, which might be the worst category to fall under because those product videos are easily forgettable. This begs the question: How do you create a compelling product video? One that straddles the line between entertaining and informative? This is a million-dollar question because whether…

Product marketing and growth hacking are often challenging to define. They exist near each other in the org chart, but there are key differences: Product marketing sits at the intersection of the sales and marketing teams and is mostly about building pre-sale value. Growth hacking primarily focuses on post-sale value and is in close correspondence with teams like product, UX/design, and customer success. While these dynamics can vary according to products, this dichotomy is typical…